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Berkeley council renews tourism assessment, approves 10-year TBID renewal
Summary
The Berkeley City Council unanimously reestablished the Berkeley Tourism Business Improvement District (TBID) on June 24, authorizing a revised management plan that would allow higher assessments to boost Visit Berkeley's marketing budget and dedicate a portion to cultural tourism.
The Berkeley City Council voted unanimously June 24 to reestablish the Berkeley Tourism Business Improvement District and approve modifications to its term and management plan, the city said at a public hearing.
Visit Berkeley CEO Jeffrey Church told the council that lodging owners representing more than 92% of the proposed assessment signed a petition in support of the renewal. Church said the city's current guest charge is well below neighboring cities and that a higher assessment would help the city better compete for conferences and leisure visitors. "We're at the lowest rate in the East Bay," he said, adding that additional funding would let Visit Berkeley scale marketing and cultural-tourism support.
The measure is a self-assessment on hotel room rentals, distinct from the city's transient occupancy tax; Visit Berkeley manages the assessment revenue and uses it for destination marketing, event support and business outreach. Emily Brown, a consultant to the TBID formation team, said the district has historically dedicated a small share of funds to cultural tourism and that the proposed renewal would formalize a plan to dedicate roughly 10% of assessments to arts and community events.
Several arts and hospitality leaders spoke in support during the hearing. Tom Parrish of Berkeley Repertory Theatre said Visit Berkeley helps bring audiences and supports the city's cultural economy, while Jordan Stevens, a downtown hotel general manager, described measurable value to local lodging and restaurants.
Council members asked staff and Visit Berkeley about the competitive rationale and the petition support among local hotels; staff said the weighted petition showed broad support and explained that the renewal would begin July 1, 2025, and run for a 10-year term if adopted. Councilmember Trego moved to declare the majority protest proceedings and adopt resolutions modifying and renewing the TBID; the council carried the motion by roll call with all voting "yes."
The council also received public comment about how TBID funds should be distributed among neighborhoods and businesses. The city will publish the adopted resolutions and the TBID's management plan as required by state statute and will report protests received before final implementation.
What happens next: Staff will file the resolutions and implement the reestablished TBID starting July 1, 2025, and Visit Berkeley will finalize its first-year budget and program priorities under the new plan.
